PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING Robert H. Gass & John S. Seiter
Chapter 6 Conformity and Influence in Groups
Norms: expectations governing group members’ behavior CONFORMITY Norms: expectations governing group members’ behavior Norms may be formal, explicit no cheating on tests Norms may be informal, implicit not picking your nose during class Norms may not be apparent until violated Is texting during class okay? Rosseli, F., Skelly, J. J., & Mackie, D. M. (1995). Processing rational and emotional messages: The cognitive and affective mediation of persuasion. Journal of Experimental Social Psychology, 31, 163–190. Statistics Brain, Dec 7, 2013 Berger, A. A. (2011). Ads, fads, and consumer culture (4th ed.). Lanham, MD: Rowman & Littlefield. Jones, J. P. (2004). Fables, fashions, and facts about advertising. Thousand Oaks, CA: Sage. S_L/Shutterstock.com
Group size The larger the group, the more pressure to conform Social Impact Theory the 1st person added has the most impact diminishing impact for each additional member Social Impact Model the 3rd, 4th members have the most impact ASDF_MEDIA/shutterstock.com
Group size--continued Informational influence; wanting to be right Normative influence; wanting to be liked, accepted Expressing dissent Difficult for a lone dissenter to hold out A 2nd dissenter decreases conformity by 80% Anatoliy Karlyuk/Shutterstock.com
Cults and indoctrination Stages of cult conversion Softening up stage; unconditional positive regard, love-bombing Compliance; extracting concessions, altering habits, clothing Internalization; confession, guilt, shaming Consolidation; dependence, loyalty tests
Identification and conformity Burke’s concept of identification; shared meaning, shared goals Reference group; groups we respect, admire, identify with Ethnocentrism: assuming one’s own culture is the standard for judging other cultures Groupthink: tendency to engage in consensus seeking Failure to question or challenge the group’s opinion Need for someone to play devil’s advocate
Communicator characteristics & conformity Sex and gender: females are socialized to get along Status: higher status individuals can violate norms more easily Peer pressure: teens value acceptance, fitting in Personality factors affect conformity Need for control High vs low self monitors Culture: individualistic vs collectivistic cultures
Social proof Social proof; relies on normative social influence Others’ behavior is used as a yardstick for how to behave Fads, trends, jumping on the bandwagon, etc. Ink Drop/Shutterstock.com
OStracism Groups may shun or exclude deviant members Forms of ostracism silent treatment left out, uninvited bullying Effects of ostracism reduced self-esteem resentment reprisals Syda Productions/Shutterstock.com
deindividuation Deindividuation refers to a loss of self-awareness in groups may remove disinhibitions may encourage rule-breaking behavior vandalism soccer hooligans may lead to mob psychology lynch mobs Increasing private self- awareness can counter deindividuation
Social loafing Social loafing; reducing one’s effort when working in a group Explanations Collective effort model Free ride effect Sucker effect To counter social loafing Monitor individual performance Set individual goals RomarioIen/Shutterstock.com
Risky shift phenomenon Groups sometimes make risker decisions than individuals group polarization: being in a group encourages people to take more extreme positions social comparison theory: group members switch to riskier options to stand out persuasive arguments theory: group members with extreme positions argue harder